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The Relationship Between Innovation and Tourism: the Case of Smart Tourism International Journal of Applied Engineering Research ISSN 0973-4562 Volume 12, Number 23 (2017) pp. 13861-13867 © Research India Publications. http://www.ripublication.com The Relationship between Innovation and Tourism: The Case of Smart Tourism Dr. Demet Tüzünkan Assistant Professor Woosong College Sol International Hotel & Foodservice Department. 171, Dongdaejeon-ro, Dong-gu, Daejeon, Korea, 34606. 0000-0003-0440-294X Abstract Innovation can be an idea, practice, process, or product that turns a problem-solving idea into practice (Ottenbacher and Innovation, derived from the Latin word "innovatus", means Gnoth, 2005: 206). Indeed, Drucker considers innovation as to turn an idea into a product that can be sold or developed an opportunity (Sipe and Testa, 2009: 2). Therefore, (goods or services) (TÜSİAD, 2003:53). Innovation means to innovation is not just a concept for concrete products, but also start using new methods in the social, cultural and for businesses that provide services to customers, such as administrative environment and it is covered with words such restaurant or hotel management. as renovation or renewal. However, the meaning of innovation is too broad to be expressed in a single word. According to the In today's increasingly competitive environment, scientists, Oslo Guide, innovation is the implementation of a new or researchers and practitioners focus on the necessity and significantly improved product (good or service), or process, a importance of innovation to achieve sustainable competitive new marketing method, or a new organizational method in advantage and focus on improving products, processes, business practices, workplace organization or external techniques or procedures and constantly changing their relations and thus transforming it into economic and social managerial understandings (Oerlemans, Buys and Pretorius, benefits (Demirkaya ve Zengin, 2014:107). The aim of this 2001). Nevertheless, the innovation-related processes study is contributing a view to innovative usages in the conducted by enterprises allow one side to reduce the costs of tourism industry. enterprises and increase their qualities, on the other side to meet the ever-changing needs and desires of the consumers (Riel, 2005: 493). INTRODUCTION While the innovation process has the advantages of getting a Several definitions of innovation have been made in the competitive edge for enterprises, increasing quality and literature; Jorde and Teece (1992:76) defined innovation as image, and allowing customers to fully meet their needs and exploring, developing, improving, embracing and demands, it can face some obstacles from time to time commercializing new processes, products, organizational because innovation process has a complex, risky, and difficult structures and methods, while Kotler, Armstrong, Saunders to predict structure. There are many factors affecting and Wong (1999:603) described as the development and innovation in enterprises (Erdem, et al., 2013: 79). The lack of marketing of new ideas, products and technology that top management support and motivating people to adopt customers perceive; in the case of Harrison and Enz (2005: innovative culture, the need to develop ideas that cannot be 287) with Elçi and Karatayli (2008: 1) expressed innovation easily imitated by competitors and the need to preserve as the introduction of new products, methods and processes of innovations (Oke, Burke ve Myers, 2004:38-40), the a product that a customer does not already know or a new resistance of employees to innovation, the diversity of quality of an existing product, the introduction of new customer wants and anticipations are the elements that can production, methods and processes, finding new markets for prevent innovation. On the other hand, factors such as the provision of resources for business activities, the innovation, failure in project management, inadequate reorganization and redesign of the business. Focusing on resources, time pressure and competition can hamper or technology, Mogee and Schact consider innovation as prevent the implementation of innovation activities (Wong "process of creating an industry, product or production and Pang, 2003: 30). improvement" (Vatan ve Zengin, 2014:513), while according There are several reasons for businesses to innovate. These to Joseph Schumpeter, innovation is described as "the driving reasons are as follows (Vatan and Rich, 2014: 514); force of development" (Işık ve Meriç, 2015:4). Similarly, Tutar and colleagues (2007: 196) consider innovation as the - Desire to grow conversion of new ideas into the economy. - Trying source and capabilities in a different field - Economical scales and opportunities 13861 International Journal of Applied Engineering Research ISSN 0973-4562 Volume 12, Number 23 (2017) pp. 13861-13867 © Research India Publications. http://www.ripublication.com - Intercorporate financial situation al., 2015: 179). Thus, more accurate operational decisions can - Market power be made. - Personal management reasons “Smart” technology, which we are constantly intertwined with Enterprises choose the type of innovation according to the applications such as smartphones and smart cards in everyday reasons for development. For instance, an enterprise that life, is supported by various physical infrastructures and wants to grow can choose to make innovations to the process confronts with examples such as intelligent home, intelligent or to market. factory. Even within the tourism industry, the concept of "smart city", which is equipped with modern technologies as a pillar of innovation, effectively and fairly managed without INNOVATION IN TOURISM SECTOR AND SMART consuming resources in the concept of sustainability is TOURISM derived. Smart cities use information and communication technologies at the highest level to increase resource In the tourism sector, different companies such as hotels, efficiency and reduce consumption (Gretzel, et all., restaurants, travel agencies, car rental companies and 2015:559). These innovations increase the quality of life for entertainment companies provide different services. The the city dwellers, that is the local people. (Lopez de Avila, tourism sector is a demand-driven and growing sector with 2015:24). demand (OECD, 2006: 33). However, for tourists participating in tourism activities and demanding the services Smart cities benefit from information and communication of these companies, tourism is not just about a business that technologies (Hojer and Wangel, 2014: 7), which are digital in offers tourism products. Due to the abstractness of tourism the dimensions of smart living, smart mobility, smart products, the socio-cultural structure of the local people and governance, smart people, smart environment and smart psychology and habits of the tourists also affect the tourism economy. The smart city concept covers multiple industries, experience. Therefore, companies in the sector are in including tourism. The smart tourism is an important part and competition with each other to satisfy the tourists and ensure a practical attempt of the smart city strategy (Guo, 2014:55). the continuity of the tourists. For this reason, innovation is As a matter of fact, these dimensions can also be applied needed to gain a competitive advantage. directly in tourism destinations, so it can be said that smart city concept gives rise to smart tourism concept. Another reason for innovation-oriented tourism policies is to increase productivity and encourage growth. This can only The UNWTO underlines the links between modern tourism happen when the customer is satisfied and integrated with it. development and new tourism destinations (UNWTO). It is Particularly, individuals who participate in mass tourism impossible to discern modern tourism development from the provide their knowledge by spreading their experiences. innovations of the modern world where information and Innovations in information and communication technology in communication technologies are heavily used. In this tourism allow enterprises to analyze this information from connection, Gretzel et al. (2015) emphasizes that both customers more effectively and efficiently (OECD, 2006: 58). information and telecommunications in the tourism sector are This allows the creation of databases for innovations that need mobile and modernized by integrating with global distribution to be done in the product, process, market or organization. channels, central reservation systems, social media adaptation, web-based technologies. New tourism destinations are a In this context, the tourism industry cannot be considered concept that has been created in the smart tourism of the smart separately and independently from the technology. city concept under the smart destination name. What is smart Technology enters tourism industry via Computer tourism? Reservations Systems (CRS), Global Distribution Systems (GDS), Internet and Smart Technologies (connected through Although there is not a unique definition for smart tourism, sensors and data clouds) (Koo et al.,2015:99). The concept of besides intelligent tourism, tourism intelligence and e-tourism, Smart is used in technological, economic and social the combination of ICT and tourism is becoming popular developments that are nourished by technological about the incorporation of social media or mobile internet infrastructures. In these developments, the most important with tourism (Chao,2015). In fact, smart tourism is a major indication of addressing about
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